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The Premier Magazine of the West THE PREMIER MAGAZINE OF THE WEST MEDIA KIT OUR MISSION ook beyond the title and In every issue, there are stunning new you’ll find that Cowboys dream homes and gorgeous views. The & Indians is all about hottest styles in Western fashion and passion for a place called Native American jewelry. Noted Western the American West. For artists, writers, and photographers. Rec- more than 20 years, ommendations for little-known resorts we’ve had a finger on the and memorable getaways. Unique shop- pulse of the best of the West in stories ping discoveries and great food and drink. Land images — and ads — that bring the Revealing conversations with celebrities like passion home. Sam Elliott, Wes Studi, and Kevin Costner That’s why our readers are a devoted about their deeply rooted ties to the West. bunch. Well-educated and well-heeled, Our readers — and our advertisers — are they are equally passionate about the passionate about the romance of the past, Western lifestyle, whether they live it the spirit of the present, and the promise or just love it. They are active shoppers, of the future of the American West. If travelers, and collectors who look to C&I that sounds like the kind of company you to showcase the unique products that like to keep, we invite you to join us in the enhance their lives. pages of Cowboys & Indians. Welcome! “Cowboys & Indians offers an image and a response unlike any other magazine I have ever advertised with. The C&I team acts as a partner to my business and genuinely cares about my success.” Dave Marold President of The Bohlin Company THE PREMIER MAGAZINE OF THE WEST FENCE POSTS FASHION Find all the finest accouterments of the Western lifestyle. ART & HOME Step inside the West’s grandest homes and meet top new artists. ENTERTAINMENT Sit down with classic western legends and the latest stars of stage and screen. FOOD & DRINK Discover foodie finds and recipes from the West’s top chefs. TRAVEL Explore the natural beauty and wonders of the West. RODEO & EQUINE Experience the excitement of the arena and the thrill of the ride. HISTORY Step back in time as the Old West comes vividly back to life. THE PREMIER MAGAZINE OF THE WEST OUR VALUED READERS CIRCULATION: ACTIVE WELL-TRAVELED 88% Dine Out Cowboys & Indians readers are passionate 170,000+ about travel, both in and out of the We’ve seen an industry-defying 85% Shop for Clothes United States. Readers took an average and Accessories growth of 32% in subscription of five domestic trips in the past year. sales since 2012. 58% Go to the Movies Internationally, they’ve taken an average of 2.7 trips in the last 12 months. 50% Attend Music It’s no wonder more than two-thirds Performances of Cowboys & Indians readers consider AUDIENCE: themselves “well-traveled.” 44% Go to Museums 67% have used articles or information 38% Attend Rodeo 2 MILLION+ from Cowboys & Indians to plan travel, Between the magazine, newsletter, 34% Hike/Backpack lodging, and other activities. website, and social media channels, the Cowboys & Indians brand is 29% Engage in Shooting Cowboys & Indians readers spare no reaching an average audience of Sports expense when vacationing. Nearly 1 in 5 readers spent more than $10,000 20% Play Golf more than 2 million monthly. vacationing in the past year. On average, they spent $6,300 in the past 12 months. AVERAGE AGE: 51 One quarter of our readers are between the ages of 25 to 44. MALE/FEMALE READERSHIP: 48/52 THE PREMIER MAGAZINE OF THE WEST AN active audieNCE EQUINE ENTHUSIASTS ART LOVERS STYLISH SHOPPERS Horses are synonymous with Western Our readers’ passion for the West Cowboys & Indians is the ultimate culture, so it’s no surprise that one is mirrored by their love of art, shopping source for fans of the in four Cowboys & Indian readers especially Western and Native Western lifestyle. Readers have told owns a horse and enjoys many of the American-influenced art. They enjoy us again and again that they turn activities and events that go along shopping for antiques and going to to our pages — both advertising with horse ownership, including: art galleries. In the last year: and editorial — to see the latest in Western fashion, jewelry, home 71% Pleasure Riding 80% read a magazine article about décor, and gifts. Western or Native American art 57% Trail Riding Jewelry, Western apparel, handbags, 58% looked at Western or Native 42% Riding/Training Classes and cowboy boots are the most American art online purchased fashion items by Cowboys 21% Working Cow Horse 45% shopped at a Western or & Indians readers. Nearly 50% of Competitions Native American art gallery readers have purchased furniture in the past year. 19% Breeding 41% visited a Western or Native American art museum Expecting the best, Cowboys & Indians readers will spend more for higher 27% purchased a book about quality products and those made by Western or Native American art companies they trust. 70% of readers have made a purchase based on an advertisement in Cowboys & Indians. THE PREMIER MAGAZINE OF THE WEST LONG AND LOYAL READER relatioNSHIPS owboys & Indians readers are loyal to the magazine. Their passion for the publication is as strong as their passion for Western culture. Not only do they enjoy spending time reading the magazine, they also integrate the magazine into their lives by discussing articles with others and visiting advertiser websites. An obvious trusted source, Cowboys & Indians is the Cperfect partner to reach an engaged and motivated audience. Cowboys & Indians readers have long relationships with the magazine. The average Cowboys & Indians reader has been enjoying the publication for 5.8 years! 43% have been reading for 5+ years. Cowboys & Indians readers value their time with the magazine. On average, Cowboys & Indians readers spend nearly 90 minutes with each issue! 1 in 5 readers spends 2 or more hours with each issue. Cowboys & Indians motivates readers to take action! As a result of reading Cowboys & Indians, in the last 12 months: 3 out of 4 readers visited an advertiser’s website. 3 out of 4 readers discussed an article or referred someone to it. 1 out of 4 readers bought/ordered a product. Cowboys & Indians readers love the magazine! 8 out of 10 readers rate Cowboys & Indians as “One of My Favorites.” “As an enterprise of the Navajo Nation, we enjoy showcasing our handmade Navajo jewelry in Cowboys & Indians magazine. We feel that we are able to reach beyond our geographical area to everyone who loves the Western cowboy and American Indian experience.” JT Willie Navajo Arts & Crafts Enterprise THE PREMIER MAGAZINE OF THE WEST QualitY circulatioN very year, Cowboys & Indians invests hundreds of thousands of dollars generating new readers — not just any reader, but what we like to call a high quality reader. By focusing investment on quality readership, we attract a customer who is more loyal and passionate about the lifestyle and its products and services. E 98% of total circulation is PAID. Not sponsored, partnership, or other agency sources — just paid. 20% of Cowboys & Indians’ paid circulation is sold on the newsstand, another sign of a healthy circulation base. These readers are making the decision EACH ISSUE to buy Cowboys & Indians magazine. Out of all of the titles audited by the Alliance for Audited Media (AAM), Cowboys & Indians has one of the highest percentages of single copy sales to total copy sales. Our high-quality reader is also willing to pay a nice, high price for the magazine — $6.99 per copy. Cowboys & Indians’ 32% subscription growth since 2012, accomplished while maintaining a high subscription price, is a positive reflection on the strength and quality of our audience. “Our company has been advertising consistently with Cowboys & Indians for almost 20 years. Over that time span we have also appeared in other Western publications, but no other has shown the access to, and effectiveness with, our target Western-lifestyle consumer. As a small family-owned company, each marketing dollar is precious, and C&I continues to justify our investment in their publication.” Casey Vogt Vogt Silversmiths THE PREMIER MAGAZINE OF THE WEST editorial caleNdar february/march april may/june july Annual Photo Contest Spring Fashion Best of the West Issue Summer Travel Special Space: November 13, 2015 Space: December 30, 2015 Space: February 19, 2016 Space: April 8, 2016 Materials: November 20, 2015 Materials: January 8, 2016 Materials: February 26, 2016 Materials: April 15, 2016 On Sale: January 19, 2016 On Sale: March 1, 2016 On Sale: April 19, 2016 On Sale: June 7, 2016 august/september october november/december january 2017 Native & Western Art Issue Fall Fashion Holiday Gift Guide Western Design Issue Space: May 20, 2016 Space: July 1, 2016 Space: August 19, 2016 Space: September 30, 2016 Materials: May 27, 2016 Materials: July 8, 2016 Materials: August 26, 2016 Materials: October 7, 2016 On Sale: July 19, 2016 On Sale: August 30, 2016 On Sale: October 18, 2016 On Sale: December 6, 2016 IN EVERY ISSUE Native American and Western Excerpts from cowboy poet Recipes, libations, and Upcoming rodeos, Native artists, both contemporary Red Steagall’s radio show in culinary adventures in American festivals, and and historic, in Art Gallery Cowboy Corner Western Gourmet Western events in Showtime The latest music, books, and Gorgeous architecture and Profiles of ranch and Native One-on-one celebrity DVDs in Media Roundup interior design in Home Interiors life in Living West interviews in Live From THE PREMIER MAGAZINE OF THE WEST WHY MAGAZINES? hy advertise in Cowboys & Indians? Because magazines continue to outperform other media in pairing ads with related content, adding credibility, delivering valuable information, and influencing purchase decisions.
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